THE TRANSFORMATION OF “MELUKAT” IN CONTEMPORARY SPIRITUAL TOURISM: A NETNOGRAPHIC APPROACH
Keywords:
melukat, spiritual tourism, tiktok, healing, ritualAbstract
This study explores the symbolic transformation of the Balinese purification ritual "Melukat" within the context of spiritual tourism and digital media. Using a netnographic approach, TikTok videos were analysed to understand how tourists interpret and engage with this ritual. Findings show that tourists often reframe “Melukat” as a healing or emotional experience, detached from its original Hindu-Balinese religious context. Social media plays a key role in shaping these perceptions, emphasizing aesthetic appeal and personal wellness narratives. This phenomenon raises questions about authenticity, commodification, and the evolving meaning of spiritual practices in a digital age.
References
Budiasih, M. (2017). Pariwisata spiritual di Bali. Pariwisata Budaya: Jurnal Ilmiah Agama dan Budaya, 2(1), 70–80.
Chourasia, B. (n.d.). The role of social media and its impact on shaping tourist destination: A comparative study. International Journal of Transformation in Operational & Marketing Management, n/a, 66–78. Assam Down Town University. ISSN: 2581-4842.
Coşkun, G. (2021). Authentic experience in tourism and commodification: A review. Toleho Journal of Tourism, Leisure and Hospitality, 3(2), 95–102. Faculty of Tourism, Sakarya University of Applied Sciences.
Dharmika, I. B. (2017). Peradaban air. Sakha Press.
Li, X., & Feng, J. (2022). Influenced or to be influenced: Engaging social media influencers in nation branding through the lens of authenticity. Global Media and China, 7(2), 219–240.
Mahardika, N. (2018). Esensi ritual melukat sebagai daya tarik wisata spiritual. Pariwisata Budaya: Jurnal Ilmiah Agama dan Budaya, 3(2), 51–61.
Muliadiasa, I. K., Wiyasha, I. B. M., & Aprinica, N. P. I. (2022). Potensi wisata spiritual Alas Metapa Desa Peninjoan, Kecamatan Tembuku, Kabupaten Bangli. Pariwisata Budaya: Jurnal Ilmiah Agama dan Budaya, 7(1), 79–88.
Patterson, I., Sie, L., Balderas-Cejudo, A., & Rivera-Hernaez, O. (2017). Changing trends in the baby boomer travel market: Importance of memorable experiences. Journal of Hospitality Marketing & Management, 26(4), 347–360.
Pop, R. A., Săplăcan, Z., Dabija, D. C., & Alt, M. A. (2022). The impact of social media influencers on travel decisions: The role of trust in consumer decision journey. Current Issues in Tourism, 25(5), 823–843.
Rifa’i, N., & Kamaludin, M. (2021). The concept of spiritual tourism. Satwika: Kajian Ilmu Budaya dan Perubahan Sosial, 5(1), 142–151.
Suarja, I. K., Sudiarta, M., Armoni, N. L. E., Sutarma, I. G. P., & Jendra, I. W. (2023). Spiritual tourism: Self-healing through melukat ritual in Bali. International Journal of Multicultural and Multireligious Understanding, 10(3), 47–55.
Subagia, I. N., Widya Sena, I., & Suta, I. M. (2020, August). Comparative study of water before and after mantra treatment (Hindu perspective). In WARDS 2019: Proceedings of the 2nd Warmadewa Research and Development Seminar (WARDS), 27 June 2019, Denpasar-Bali, Indonesia (p. 43). European Alliance for Innovation.
Tussyadiah, I. P., & Zach, F. J. (2023). Netnography and the construction of tourist meaning in digital environments. Annals of Tourism Research, 96, 103532.
